- 期刊
2013年威廉瓊斯盃籃球邀請賽觀眾觀賞動機與滿意度之研究
A study on 2013 William Jones Cup basketball sport spectators motivation and satisfaction
摘要
本研究旨在探討觀眾對威廉瓊斯盃籃球邀請賽之觀賞動機、滿意度及再次入場觀看的意願。研究對象為參與觀賞2013 年威廉瓊斯盃國際籃球邀請賽現場球迷為樣本，並以隨機抽樣的方式進行問卷調查。以α=.05 做為顯著水準。透過不同統計分析方法探討各變項之間之關連性，並逐步回答研究問題。結果中得知觀賞動機在不同「年齡」、「職業」、「每月可支配所的」、「婚姻」、「門票」、「是否有看電視轉播」、「購買周邊商品」之現場觀眾在觀賞動機上達顯著差異；不同「性別」之現場觀眾在觀賞動機上無顯著差異；滿意度在不同「年齡」、「職業」、「每月可支配所的」、「婚姻」、「門票」、「是否有看電視轉播」、「購買周邊商品」之現場觀眾在滿意度上達顯著差異。女性、20 歲以下、學生、每月可支配所得在10000 元以下、未婚者、有觀看電視轉播、300 元門票有購買周邊商品方面，有購買商品，都是本研究佔比超過約50%左右，如何針對其他人口統計變項的現場觀眾增加入場觀看比賽的意願，這是未來能夠努力的方向。
並列摘要
This study aimed to investigate the audience on watch of the William Jones Cup Basketball Invitational motivation and satisfaction. Subjects for participation in view the 2013 William Jones Cup international basketball tournament fans as samples, and conducted a questionnaire survey in a random manner. With the significance level α=.05, Through different statistical methods to investigate the correlation between variables, and answer research questions. Results in the learned that ornamental motivation in different ＂age＂, and ＂career＂, and ＂monthly can dominated by of＂, and ＂marriage＂, and ＂tickets＂, and ＂whether has seen TV broadcast＂, and ＂purchase around commodity＂ of site audience in ornamental motivation Shang up significantly differences; different ＂gender＂ of site audience in ornamental motivation Shang no significantly differences; satisfaction degrees in different ＂age＂, and ＂career＂, and ＂monthly can dominated by of＂, and ＂marriage＂, and ＂tickets＂, and ＂whether has seen TV broadcast＂, and ＂ Purchase around commodity ＂of site audience in satisfaction degrees Shang up significantly differences; different＂ gender ＂of site audience in satisfaction degrees Shang no significantly differences. Female, below 20 years of age, students, monthly disposable income of 10000 TWD, unmarried, there to watch TV, 300 TWD tickets to buy merchandise, purchase of goods, are all about 50% this study accounted for more than about, how the audience for other demographic variables increase the willingness of admission to watch the match, which is the direction of future efforts.